Oregon Coast Visitors Association Gets a Whole New Look

Posted by OCVA/ August 5, 2008

Oregon Coast Visitors Association Gets a Whole New Look
“The People’s Coast” accessible to all through new website and ads

Newport, Ore. — The Oregon Coast Visitors Association (OCVA) unveils its new brand identity and website today. OCVA engaged Wieden + Kennedy (W+K) to create a new look and tagline, “The People’s Coast,” inviting people to enjoy all 363 miles of the Oregon coast which is free and open to everyone.

“Every one of us was given this amazing gift in that the entire 363 miles of Oregon’s coast belongs to all of us,” said Ken Smith, account director at W+K. “OCVA challenged us to create a unique campaign that invites everyone to enjoy The People’s Coast.”

W+K also created a series of ads featuring different scenes from the coast and a call to action for the public to pick their favorite mile of the Oregon coast. One ad states, “We the People: Declare this the ultimate weenie skewer hunting ground.” The visual that accompanies the copy shows the forest of Oswald State Park. The series of five ads will run in a mix of national and regional publications, such as Outside, Coastal Living, Northwest Travel and National Geo Traveler.

The new website was designed by Substance, a Portland-based digital brand company. The creative team, led by creative director, Stephen Landau, produced the new look and a user-friendly interface, which invites guests into the site and lets them to plan trips and activities, research different areas of the coast and encourages visitors to post their personal stories and photos about their journey to the site.

“Our concept for The People’s Coast website was simple: create an engaging digital conversation,” said Landau. “Translating that concept allows the visitors and residents of the Oregon coast to contribute their stories and photos. We felt if the 363 miles of coastline are free and open to the public, the site should represent that same idea. The site becomes more than just a collection of information, but embodies the idea of what The People’s Coast represents.”

Users have the ability to scroll over an interactive map, pick a particular activity, hotel, restaurant or chamber of commerce and through a link, go right to the site where they can obtain more information. In addition, the interactive coastal map allows users to roll over flagged locations to view quick information about the place, including photos, without leaving the page. Many of the hotels, rentals and campgrounds are accessed through this interactive map which marks the location of each accommodation.

The “What to Do,” page features a list from A to Z of all the activities available to visitors of the coast, with the number of how many are found there in parentheses next to the activity so upon viewing this page, the reader will know exactly how many lighthouses to visit, where the best surfing is, which aquariums to see or how many golf courses to sink puts in on the coast. Additionally, the “Stories from the Coast,” page includes tales from individual visitors of the coast, much like a journal entry, accompanied by their own photographs.

“Because both our new brand identity and website are so user-friendly, we expect more people will be inspired to visit the coast,” said Rebecah Morris, Executive Director of the OCVA. “The website was truly created to engage the public, whether they already live at the coast or just visiting. We are hoping to entice more people to go someplace they haven’t been along the coast and to try something they haven’t tried before. With 363 miles, no one can get bored on the Oregon coast.”

The Oregon Coast Visitors Association (OCVA) is the Regional Destination Marketing Organization (RDMO) representing Oregon’s 363 miles of coastline to the visiting public. OCVA cooperatively promotes year-round, overnight visits to the Oregon Coast along with the Chambers of Commerce and Visitor & Convention Bureaus representing communities along Oregon’s spectacular coastline. For additional information, contact OCVA by calling 541-574-2679, toll-free at 888-OCVA101 (800-767-2064), email [email protected] and on the Internet at www.VisitTheOregonCoast.com